Apps and Software

YouTube tests fighting ad blockers with 3-strike rule

It's a "small experiment."
By Stan Schroeder  on 
YouTube logo
The noose around ad blockers is tightening. Credit: Thomas Trutschel / Getty Images

Using an ad blocker to get rid of those pesky YouTube ads? We've got bad news for you.

YouTube is currently running a test in which it blocks video viewing for people using ad blockers. Discovered by Redditor Reddit_n_Me(opens in a new tab) (via Android Authority(opens in a new tab)), the test includes a pop-up menu that emerges if you're running an ad blocker, telling you that your video player will be "blocked after three videos."

"It looks like you may be using an ad blocker. Video Playback will be blocked unless YouTube is allowlisted or the ad blocker is disabled," the pop-up says. It then offers the users to try YouTube's paid tier, YouTube Premium, and there's also an option to "report issue" if you're not, in fact, using an ad blocker.

Reddit_n_Me didn't share any details on what type of ad blocker they were using.

YouTube confirmed the test to The Verge(opens in a new tab), saying that it's running "a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium.”

The company says that it takes "disabling playback very seriously," and that it will only disable playback for users who "ignore repeated requests to allow ads on YouTube."

YouTube ads, which the company claims supports "a diverse ecosystem of creators, and provides billions of people globally access for free," have become more of a nuisance in recent years, with ads becoming more frequent and longer (an experiment last year served up to 10 unskippable ads(opens in a new tab) at once to some users).

On the flip side, at $11.99 per month, YouTube Premium(opens in a new tab) is one of the pricier content plans out there (for comparison, Spotify and Netflix Basic both cost $9.99 per month), which is likely the reason why some users opt for using ad blockers to get rid of YouTube ads. The company maintains that using ad blockers violate YouTube's Terms of Service, and if this recent experiment is any indication, it will start enforcing those rules more vigilantly soon.

More in YouTube

Stan is a Senior Editor at Mashable, where he has worked since 2007. He's got more battery-powered gadgets and band t-shirts than you. He writes about the next groundbreaking thing. Typically, this is a phone, a coin, or a car. His ultimate goal is to know something about everything.

Recommended For You
Telegram to launch its own version of Stories

Facebook might start bypassing Apple and Google's app stores in the EU

Charli D'Amelio talks Tamagotchis and TikTok trends

More in Tech
How to cancel your Amazon Prime membership

DoorDash expands grocery access through SNAP and EBT payment options

Paying for Prime Day purchases with Affirm: With great power comes great responsibility

Trending on Mashable
Wordle today: Here's the answer and hints for July 1

Twitter now blocks visitors from viewing tweets, and profiles unless they're logged in

Spectacular Webb telescope image reveals things scientists can't explain

Elon Musk claims Twitter login requirement just 'temporary'

Twitter's API keeps breaking, even for developers paying $42,000
The biggest stories of the day delivered to your inbox.
This newsletter may contain advertising, deals, or affiliate links. Subscribing to a newsletter indicates your consent to our Terms of Use(opens in a new tab) and Privacy Policy(opens in a new tab). You may unsubscribe from the newsletters at any time.
Thanks for signing up. See you at your inbox!